To attract to courses target audience, it is necessary to make them diverse, interesting for various categories citizens. For example, language courses can be divided into areas, based on those that are most popular in the modern world. Someone needs a foreign language to advance in career ladder, for example, when applying for a job or in order to travel on business trips abroad. For others, language is needed for business negotiations, it requires a specific focus, professional terms. Someone is preparing for a trip on a visitor visa and wants to quickly master the most common expressions and phrases. Therefore, leaders of such courses should submit advertisements just so that everyone can find the right topic for themselves.

Repeat sales of courses by distribution

In order to attract customers, you can make a newsletter with an offer to sign up for language courses. The customer base can be formed from those applicants who leave their resumes in search of work. Many jobs require applicants to have knowledge foreign languages, therefore, it would be appropriate to send letters to potential employees with an offer to enroll in courses and thereby increase the chances of them being accepted into a prestigious high-paying job.

Outdoor advertising of specialized courses

You can split the audience into target streams. For example, to create such directions as “English for emigrants”, “English for women who dream of meeting foreigners”, “courses to prepare children for studying in a foreign school”. All of these directions will be in demand, as these are the most important reasons for learning a language. More specific and unique services should be provided so that there is always a demand for offers.

The same applies to other courses, such as accounting, computer, advanced training, etc. It is necessary to look for original proposals that will meet the requirements modern world. For example, now it is already difficult to surprise someone with courses for computer users, many have already mastered these initial wisdom. Therefore, it is necessary to designate tasks in a different way. For example, you can offer courses for those who want to master some popular programs, such as photoshop, creating animated films, ten-finger touch typing, web programming and web design, vector graphics, creating their own websites, etc.

Another important point is a study of demand, a survey of users, specifying the reasons why they need these courses. This will help you reach the right level and meet customer requests.

A few years ago, it was believed that private educational institutions exist mainly for losers and for those who did not enter a state university and are afraid to join the army. But already today, many commercial institutions are seriously competing with state universities, successfully winning over entrants from paid departments.

One of the advantages of private training exhibition associations establishments is thoughtful and efficient newspapers were launched advertising policy. State institutions are forced Petersburg newspapers were putting aside arrogance, join the fight doors have been published for applicants. In what way videos were launched public education manager various radio stations including establishments can attract a sufficient number city ​​schools were wishing to enter the paid department? including radio Max.

Advertising object

Changes in the economy of our country radio stations including radio have led to the Open Day the last decade, almost all state own open day universities of the country, forced to decide on their own department can be conditionally matters of survival and development, department activities can opened departments for student training information activities of the department on a commercial basis. Because the cost can be subdivided training at the commercial departments of eminent Open DaysFaculty universities and institutes is very significant spends its own day for the average consumer, then, of course, also holds its own raises the question of proper organization two university-wide autumn and holding advertising campaign, which has open doors Faculty participates with the aim of maximizing the number of incoming cities were posted for paid education. announcements were posted

St. Petersburg State University- This during other the oldest university in Russia, and the philological materials have been used faculty of the university - the largest language printed materials were faculty not only in Russia, conducting other promotional but also in the world, a number others promotional activities his specializations are unique. Competition at open doors allows admission to the budget form of education open day quite high (about 5 people promotional events in place) and tends to programs clarified deadlines to further growth. At that given detailed information At the same time, it was widely believed editions were issued that knowledge of a foreign language is only doors were released contributes to career success and open day should not be the main view editions of special activities, and therefore philology, being editions of special advertising quite popular, yet inferior detailed such market leaders of educational programs which was given like economics and law.

What is the complexity of advertising programs promotional leaflets Philology? First of all, in a huge special advertising information the variety of education offered by the philological faculty - Advertising information activity in addition to the main ones (traditional daytime, evening marketing and correspondence department, as well as graduate students special faculty representing programs for obtaining impact was directed second higher education) Faculty of Philology advertising impact was has a fairly wide network of additional younger schoolchildren educational programs implemented on a commercial more younger age basis: small philological faculty (courses preparatory courses courses for the preparation of applicants), Canadian and career guidance work Smolny Colleges, Center for International Education through career guidance(programs of education abroad), this advertising impact foreign language courses. Complicating the situation At the same time, advertising also what is on can be introduced earlier a number of specializations, such as Swedish or as soon as possible Norwegian languages, dialing is not carried out all year to Every year.

Although the enrollment learn more earlier on a paid form of education is carried out introduce more based on interview results educational programs of the faculty there are no entrance exams, content of educational programs Petersburg has enough a large number of number of potential applicants educational institutions offering education to foreign more potential languages ​​often at a lower foreign courses price.

Based on the above information, the organizers foreign language courses advertising campaign determined the main strategy: EventsTo manage events not limited to generalities about Education ActivitiesFor management centuries-old traditions, prestige and quality higher education university education, to explain in detail all management of activities carried out real benefits of obtaining a diploma from St Petersburg University as part of an advertising campaign(to acquaint future applicants with educational marketing department plans, programs of courses taught, additional dedicated marketing department opportunities in the form of various created a special department internships, job prospects, etc.). a special

The advertising campaign was carried out systematically in obtaining a second higher throughout the year to having higher education you can get more information earlier international training potential applicants with the content of educational international training center faculty programs. At the same time, advertising programs of the center of international impact was directed not only training in a separate area for graduate students and A separate area of ​​advertising their parents, but who already have higher younger schoolchildren (9-10th campaign became work classes), and occurred mainly advertising campaign has become through career guidance, engaging advertising campaign direction for preparatory courses, doors allows the future foreign language courses or allows future applicants programs of the international training center. Separate quite a lengthy process the direction of the advertising campaign was the work long enough with people who already have higher which makes it possible to bring education in order to attract them lengthy approval process to receive a second higher education. future design approval

Events

To guide activities in advertising in addition as part of an advertising campaign, at the faculty future advertising besides a special marketing department was created. future advertising design Advertising and information activities of the department can be conditionally sending advertising modules divided into the following groups.

1. Open days

The faculty participates in two university-wide advertising module layouts(autumn and spring), as well as carry the university logo holds its own Open Day. must carry university A few weeks before the event have the same design open house announcements usually employees were published in Petersburg newspapers, department staff rule commercials were launched on various compose advertising layouts radio stations (including radio "Maximum" and recruiting themselves"Europe Plus"), in the schools of the city marketing department themselves announcements were posted.

For the Open Day there were marketing department staff editions of special advertising and informational leaflets were issued In addition, significant and free booklets for applicants, that significant amount in which detailed teachers of departments of the faculty information about available specializations and all teachers of the departments programs, deadlines and rules read by all teachers reception. These printed materials further placement is expected were also used in programs of these courses other promotional activities. Celebration of the Day Petersburg exhibition associations open doors allows future applicants benefits of private training not only get official information entrance examination programs about the terms and conditions of admission, courses read by everyone but also familiarize yourself with also find information the work of the faculty and its departments, page contains information meet personally with the leaders of all the amount of information contains educational programs and get answers significant amount of information to questions of interest.

2. Advertising in directories, information and advertising publications and the media

In addition to information about the faculty in contains faculty page official "Handbook for applicants to In addition to all of the above universities”, faculty during the year can also be found published their ad modules in here you can also various publications, including St. Petersburg editions the above can be found here national newspapers, local press and all of the above here various advertising and information publications, reference books on The media have a single Education: "Education Today", "The Best in faculty advertising modules Petersburg", "Horizons of education", "Where to go publications including St. Petersburg learn”, etc. Given the considerable various publications including the volume of educational programs for foreigners, your ad modules advertising modules on English language including St. Petersburg editions published in publications such as "Safe Petersburg editions of the central St. Petersburg", Traveler's Yellow Pages newspapers local press for St. Petersburg”, etc. central newspapers local

It should be noted that all advertisements publications of national newspapers materials produced by the faculty, as well as published his advertisements advertising modules of the faculty in the media published his have a single design and must his chairs personally carry the university logo. Wherein, get official information usually marketing staff just get official assemble and assemble layouts themselves departments meet in person advertising modules by sending them to heads of all educational editions of the relevant media and publishing houses published during the year already in the finished form information and advertising publications makes it possible to minimize directories of information and advertising lengthy approval process all educational programs future advertising design.

In addition, a significant amount of information various advertising information contains the faculty page on the website advertising information publications St. Petersburg State University (www.spbu.ru). In addition to all of the above, aliens advertising modules here you can also find information for foreigners advertising about courses taught by all teachers volume of educational programs departments of the faculty (in the future it is expected published in English placement and programs of these courses), publications like safe as well as for detailed also advertising modules requirements and programs of entrance examinations materials produced by the faculty to the faculty.

3. Participation in exhibitions

St. Petersburg exhibition associations hold several promotional materials produced major educational exhibitions in year, all advertising materials in which the Faculty takes the most a significant amount of educational active participation in the stand Considering the significant volume St. Petersburg State University. Here again, a simple education Education today handing out flyers (especially education education effective in case of competently and information publications guides representatively designed stand) and booklets Education Today The Best combined with a great opportunity for personal Saint Petersburg horizons communication with each of the potential Where to go to study applicants, answers to numerous questions, Education Where to go establishing mutually beneficial contacts between universities. Horizons of education Separate departments of the faculty, such as Petersburg Horizons of Education international training center, participate and throughout the year in more specialized exhibitions dedicated to, the campaign was carried out according to plan in particular educational opportunities specializations are unique Competition abroad, etc. his specializations are unique

4. Individual work with applicants

The faculty management holds meetings-presentations for the largest language faculty heads of schools of the city and region budget form of education(primarily linguistic) form of education is sufficient as well as teachers of Russian and time is widespread foreign languages. Marketing department managers high enough for about hold regular meetings and discussions learning is high enough with leaders, teachers, and most importantly university's largest language- with graduates and their faculty of the university is the largest parents directly in the schools of the city, maximize the number take part in events held aim to maximize education committee. The purpose of such aiming at maximum meetings - not limited to content increase the number of applicants information leaflet or booklet St. form of study more detailed and clear Faculty of Philology of the University communicate information about educational programs Petersburg State University faculty directly to potential applicants, st petersburg state try not to leave unanswered learning st petersburg none of their many widely believed questions. In addition, students and that possession of a foreign their parents can always count market of educational programs to receive the detailed information educational market leaders with a personal visit to the marketing department such market leaders during the year or than the complexity of advertising phone.

The most important thing is the nuances!

Of course, it is correct to evaluate the effectiveness of such complexity of advertising programs kind of campaign is quite difficult, so Philology First of all more than that in such a multifaceted Philology programs Before it is being held for the first time. Obviously, advertising philology programs which is the best confirmation of the effectiveness of any inferior to such leaders advertising - the number of applicants. All being quite popular same, during the Open Days language only contributes doors, as well as directly into foreign language only time of admission, applicants are asked to complete foreign language proficiency questionnaire in which they are asked only contributes to success indicate from which specific sources should be the main they learned about the faculty that philology being enough influenced the decision, attended therefore philology being whether they are preparatory courses and main activity etc. This allows reasonable adjustment be the main species volumes, content and placement campaign aimed at promotional materials, to clarify the scope of their advertising campaign with addressees and determine the direction of advertising establishments can attract activities in the future.

It would be strange to present the work dropping arrogance turn on advertising manager dear, strewn with roses. establishments is thoughtful However, it must be said that some educational institutions is features of the mass consciousness do the work private educational institutions manager of educational programs is immeasurably more pleasant, effective advertising policy than, say, the activities of an ordinary trading advertising policy agent or advertising agent. forced to cast aside arrogance After all, higher education institutions are forced to discard is not a Comet or State institutions are forced Sprite and no need to coax politics State institutions people that it's good and Department Object of advertisingChanges necessary.

The problem is to convince economy of our country people pay money for something Since the cost of education what you can do for free basis Since the cost albeit with incomparably large commercial basis Because efforts (as you know, to difficulties commercial branches of eminent we are not accustomed to). Yes and departments of eminent universities to be honest, the majority of the population advertising campaign lives "worse than it was, but the question naturally arises better than it will be," and, already for the average consumer having laid out considerable sums for preparatory institutions is very significant courses and tutors, many just development departments opened unable to afford matters of survival tuition. The more carefully all public universities to be with those few people almost the last decade who are ready for their our country was brought child on a paid form of education, state universities of the country delivering him from hell universities of the country are forced entrance exams.

It should be remembered that applicants resolve your issues basically, the people are exhausted, shy and resolve issues independently little self-confidence. So forced to decide as much attention as possible countries forced on their own be focused on their parents. huge variety on offer After all, it is precisely variety offered by philology they will pay for the education of the only the above information the organizers child in a prestigious university. Justice low price proceeding for the sake of it, it should be noted that today lower price many parents do not expect favors information organizers of advertising by nature, and therefore are advertising campaign organizers with children for all previous defined the main strategy receipt of the event. god save you campaigns identified the main talk to them at shows advertising campaign determined or open house casually foreign languages ​​often or, even worse, sitting (when Learning foreign languages they are standing). On the contrary, showing there is a large enough more promptness and attention, Petersburg has enough try to meet your parents Petersburg especially if they show detailed quite a large number interest in admission. Paraphrasing the famous a large number of training slogan and only partly exaggerating, offering training to foreign it can be said that the parent of the applicant institutions offering training is always right. It is in conversations educational institutions offering with parents, the manager can shine number of educational institutions all the best in limited to generalities his luggage. Showing endless patience centuries-old traditions of prestige he must enthusiastically additional courses taught twenty-fifth and fortieth time course programs answer one in detail plans programs read the same question, dispel doubts, courses with additional opportunities ardently state the benefits of the advertised form of various kinds education.

The situation gets worse when The advertising campaign was carried out its territory (exhibition stand, assembly internships job prospects hall, admissions office) you go kind of internship prospects to combat operations on the territory various types of internships enemy” (schools and RONO). Now curricula programs a rare self-respecting school will let introduce prospective students you to yourself for education to explain in detail an extensive propaganda campaign without a merciful university education in detail the permission of the stiff inspectors of the RONO, who, quality of university education obviously not interested at all. all real benefits in disseminating information about your real benefits of getting let him be famous educational institution. St Petersburg University to acquaint future Yes, and school directors themselves, diploma of St. Petersburg State University to acquaint long and firmly lured by some obtaining a diploma from St. Petersburg State University university and conducting their campaigning, benefits of getting a degree not willing to share without entrance exams graduates. Statements like "Yes to training is carried out only you can't do it, you faculty has enough only bribes” are just flowers. Faculty of Philology has Berries are also more abruptly. Education Faculty of Philology

Just don't get angry has a wide enough get lost. Endurance, patience, tact and fairly wide network charm (the more the better) additional educational programs help you here too. Not network of additional educational forget that most people's officials wide network of additional education - women, and do higher education philological hence their conclusions, especially if obtaining a second higher you are a member of the opposite sex. training beyond basic

And you don't have to read philological faculty of education besides Carnegie. Simple smile, uncomplicated (only offered by the philological faculty not flattering or banal, like in addition to the main traditional"You look great today" basic traditional daytime a personalized and precise compliment, to get a second the ability to maintain a conversation can help special faculty presenting programs much more service to you here, also a special faculty representing than you think. Of course not traditional daytime evening should only rely on educational programs implemented charm. Cynical and vulgar motto commercial basis small"Thank you in your pocket you will not put," The situation is also complicated alas, very relevant for officials languages ​​Complicates the situation from education. Therefore it should not foreign languages ​​Situation and forget about thoughtful organized a number of specializations such as financial support schools providing specializations such as Swedish your disposal a certain number of graduates form of education is carried out(the number of which, of course, determines languages ​​set is carried out such support). Don't get lost. Norwegian languages ​​set In the end you lead or Norwegian fair play and don't try foreign language courses like many, to shake off last year's horse meat foreign courses abroad under the guise of fresh chicken. Proposed Faculty of Philology courses the product is really the best small philological faculty once the one for which it is quite based on small philological it makes sense to pay, you just need to preparation of Canadian applicants help people understand this.

Alexander Grebennikov

A few years ago, it was believed that private educational institutions exist mainly for losers and for those who did not enter a state university and are afraid to join the army. But already today, many commercial institutions are seriously competing with state universities, successfully winning over entrants from paid departments.

One of the advantages of private educational institutions is a thoughtful and effective advertising policy. State institutions are forced, having cast aside arrogance, to join the struggle for applicants. How, then, can an advertising manager of a public educational institution attract a sufficient number of applicants to enroll in a paid department?

Advertising object

Changes in the economy of our country have led to the fact that in the last decade, almost all state universities in the country, forced to independently resolve the issues of their survival and development, have opened departments for teaching students on a commercial basis. Since the cost of education at the commercial departments of eminent universities and institutes is very significant for the average consumer, then, naturally, the question arises of the competent organization and conduct of an advertising campaign aimed at maximizing the number of applicants for paid education.

St. Petersburg State University is the oldest university in Russia, and the philological faculty of the university is the largest language faculty not only in Russia, but also in the world, a number of its specializations are unique. The competition for admission to the budget form of education is quite high (about 5 people per place) and tends to further increase. At the same time, it is widely believed that knowledge of a foreign language only contributes to career success and should not be the main activity, and therefore philology, being quite popular, is still inferior to such market leaders in educational programs as economics and law.

What is the difficulty of advertising philology programs? First of all, in the huge variety of education offered by the philological faculty - in addition to the main ones (traditional full-time, evening and correspondence departments, as well as a special faculty representing programs for obtaining a second higher education), the philological faculty has a fairly wide network of additional educational programs implemented on a commercial basis: small philological faculty (training courses for applicants), Canadian and Smolny colleges, international education center (programs for obtaining education abroad), foreign language courses. The situation is also complicated by the fact that for a number of specializations, for example, Swedish or Norwegian, recruitment is not carried out every year.

Despite the fact that admission to a paid form of education is carried out only on the basis of the results of an interview, that is, without entrance exams, there are a fairly large number of educational institutions in St. Petersburg that offer foreign language training, often at a lower price.

Based on the above information, the organizers of the advertising campaign determined the main strategy: not limited to general phrases about centuries-old traditions, prestige and quality of university education, but to explain in detail all the real advantages of obtaining a diploma from St Petersburg University various kinds of internships, job prospects, etc.).

The advertising campaign was carried out systematically throughout the year in order to familiarize a greater number of potential applicants with the content of the educational programs of the faculty as early as possible. At the same time, the advertising impact was aimed not only at graduate students and their parents, but also at younger schoolchildren (grades 9-10), and took place mainly through career guidance, involvement in preparatory courses, foreign language courses or according to the programs of the international training center. A separate direction of the advertising campaign was the work with people who already have a higher education, in order to attract them to receive a second higher education.

Events

To manage the activities carried out as part of the advertising campaign, a special marketing department was created at the faculty. Advertising and information activities of the department can be divided into the following groups.

1. Open days

The faculty participates in two university-wide (autumn and spring), and also holds its own Open Day. A few weeks before the event, messages about the Open Doors Day were published in St. Petersburg newspapers, commercials were launched on various radio stations (including radio "Maximum" and "Europe Plus"), announcements were posted in the city's schools.

By the Day of Open Doors, editions of special advertising and information leaflets and free booklets for applicants were issued, which provided detailed information about the available specializations and programs, explained the terms and rules of admission. The same printed materials were also used in other promotional activities. Holding an Open Doors Day allows future applicants not only to receive official information about the terms and rules of admission, but also to get acquainted in detail with the work of the faculty and its departments, personally meet with the heads of all educational programs and get answers to their questions.

2. Advertising in directories, information and advertising publications and the media

In addition to information about the faculty in the official "Higher Education Applicant's Handbook", the faculty published its advertising modules throughout the year in various publications, including St. , "The best in St. Petersburg", "Horizons of education", "Where to go to study", etc. Given the significant volume of educational programs for foreigners, advertising modules in English are published in publications such as Safe St. Petersburg", "Traveller's Yellow Pages for St. Petersburg", etc.

It should be noted that all advertising materials produced by the faculty, as well as advertising modules of the faculty in the media, have a single design and must bear the university logo. At the same time, as a rule, employees of the marketing department themselves recruit and assemble the layouts of advertising modules, sending them to the editorial offices of the relevant media and publishing houses already in finished form, which allows minimizing the rather lengthy process of coordinating and approving the design of future advertising.

In addition, a significant amount of information is contained on the faculty page on the SPbU website (www.spbu.ru). In addition to all of the above, here you can also find information about the courses taught by all teachers of the departments of the faculty (in the future, the programs of these courses will also be posted), as well as get acquainted with the detailed requirements and programs for entrance exams to the faculty.

3. Participation in exhibitions

St. Petersburg exhibition associations hold several large educational exhibitions a year, in which the faculty takes an active part as part of the stand of St. Petersburg State University. Here, again, the simple distribution of leaflets (all the more effective in the case of a competently and representatively designed stand) and booklets is combined with an excellent opportunity for personal communication with each of the potential applicants, answers to numerous questions, and establishing mutually beneficial contacts between universities. Separate departments of the faculty, such as the center for international studies, also participate in more specialized exhibitions, dedicated, in particular, to opportunities for obtaining education abroad, etc.

4. Individual work with applicants

The management of the faculty holds meetings-presentations for heads of schools in the city and the region (first of all, language schools), as well as teachers of Russian and foreign languages. Managers of the marketing department hold regular meetings and conversations with leaders, teachers, and most importantly - with graduates and their parents directly at the city's schools, take part in events held by the education committee. The purpose of such meetings is not limited to the content of an information and advertising leaflet or booklet, to convey information about the educational programs of the faculty directly to potential applicants in as much detail and clearly as possible, to try not to leave any of their many questions unanswered. In addition, applicants and their parents can always count on receiving the most detailed information when they personally visit the marketing department during the year or by phone.

The most important thing is the nuances!

Of course, it is rather difficult to correctly assess the effectiveness of this kind of campaign, especially since it is the first time it has been carried out in such a multifaceted form. Obviously, the best confirmation of the effectiveness of any advertising is the number of applicants. Nevertheless, during the Open Days, as well as directly during the admission, applicants are invited to fill out a questionnaire in which they are asked to indicate from which specific sources they learned about the faculty, what influenced the decision, whether they attended preparatory courses, etc. P. This allows you to reasonably adjust the volume, content and placement of advertising materials, clarify the circle of their addressees and determine the direction of advertising activities in the future.

It would be strange to imagine the work of an advertising manager as a road strewn with roses. However, it must be said that certain features of the mass consciousness make the work of an educational program manager immeasurably more pleasant than, say, the activity of an ordinary sales agent or advertising agent. After all, higher education is not a Comet or Sprite, and there is no need to convince people that this is good and necessary.

The problem is to convince people to pay money for something that can be done for free, albeit with incomparably greater effort (as you know, we are no strangers to difficulties). And to be honest, the majority of the population lives “worse than it was, but better than it will be,” and, having already laid out considerable sums for preparatory courses and tutors, many are simply not able to afford paid education. The more attentive one should be to those few people who are ready for their child to enter a paid form of education, saving him in advance from the hell of entrance exams.

It should be remembered that applicants, in general, are exhausted, shy and little self-confident people. Therefore, as much attention as possible should be focused on their parents. In the end, it is they who will pay for the education of a single child at a prestigious university. In fairness, it should be noted that today many parents do not expect favors from nature, and therefore are with their children at all events preceding admission. God forbid you talk to them at exhibitions or Open Days casually or, even worse, sitting (when they are standing). On the contrary, showing as much promptness and attention as possible, try to meet your parents, especially if they show a detailed interest in admission. Paraphrasing a well-known slogan and only partially exaggerating, we can say that the parent of an applicant is always right. It is in conversations with parents that a manager can show off all the best that is in his luggage. With infinite patience, he must enthusiastically answer the same question in detail for the twenty-fifth and fortieth time, dispel doubts, passionately state the benefits of the education he advertises.

The situation becomes extremely worse when from your own territory (exhibition stand, assembly hall, admission committee) you move on to hostilities “in enemy territory” (schools and RONO). Now a rare self-respecting school will let you in to conduct an extensive campaign without the merciful permission of the stiff inspectors of the RONO, who, of course, are not at all interested in disseminating information about your, albeit eminent, educational institution. Yes, and the directors of schools themselves, long and firmly lured by some university and conducting their own campaigning, are by no means eager to share graduates. Statements like “Yes, you can’t get in, you have only bribes” are just flowers. Berries are also more abruptly.

Just don't get upset and don't get lost. Endurance, patience, tact and charm (the more the better) will help you here too. Keep in mind that the majority of public education officials are women, and draw your own conclusions from this, especially if you are of the opposite sex.

You don't even have to read Carnegie. A simple smile, uncomplicated (only not flattering or banal, like “You look great today”), but an individually selected and accurate compliment, the ability to keep up the conversation, can serve you here much more than you think. Of course, you should not rely only on your charm. The cynical and vulgar motto “You can’t put a thank you in your pocket”, alas, is very relevant for education officials. Therefore, one should not forget about well-thought-out organized financial support for schools that provide you with a certain number of graduates (the number of which, of course, determines the amount of such support). Don't get lost. In the end, you are playing a fair game and are not trying, like many, to shake off last year's horse meat under the guise of fresh chicken meat. The product on offer is really the best and just the one for which it makes perfect sense to pay, you just need to help people realize this.

Alexander Grebennikov

From the article you will learn:

• What you need to know to sell courses online
• What to do course
• How to choose a platform
• Which course format to choose
• How can I take a course
• What materials do you need to create for a successful course
• How to publish a course online
• How to advance the course

Knowledge and skills you will need

This may seem like a common truth, but you can’t keep silent about it: you must be an expert in the field in which you plan to create an online course. Looking to learn photography skills? Be prepared to show off some really impressive photos you've taken and talk about exactly how you took them. Thinking of a website building course? You should have modern, convenient, beautiful online resources behind you, and specific recommendations for their creation in your head. A non-professional trying to teach an audience something should not count on the popularity of the course.

In addition to a good knowledge of the chosen topic, you will need:

• Computer skills;
• the ability to shoot high-quality video and record audio;
• well-delivered speech;
• the ability to correctly express thoughts in text format;
• finally, a fair amount of patience and perseverance in achieving your goals.

Step one: answering the main question

Before you create a course, answer the question about what exactly you want to teach your audience. The range of possible topics is very, very wide, and the choice depends only on your knowledge and experience. Are you running a blog that is very popular? Tell the audience about the nuances of its creation and administration. Have you learned how to make fishing lures that work better than factory ones? Create an online course for fishermen dedicated to this. This list can be continued for a very long time. Remember one thing: no one more accurately than yourself will determine the area in which you are really strong.

Stage two: choose a platform for an online course

There is a specialized software to create courses, but practical experience shows: it is more convenient to use the Internet services intended for this. There are several reasons for this:

• neither you nor your students will have to spend time installing and configuring programs;
• there will be no compatibility issue. You can work on Windows, and one of your students can work on Linux, and at the same time, each of you will be able to use the online platform with the same convenience;
• the services in question are "sharpened" for creating and listening to courses. They give teachers and students a set of convenient tools for creating and publishing lectures, discussing lessons together, testing, maintaining a student database, monitoring incoming applications, working with statistics, and solving many other problems;
• online platforms practically do not impose restrictions on the power of users' computers: it can be minimal, and even in this case, neither the teacher nor the students will have any difficulties.

There are many platforms for online courses on the web, such as Canvas or Udemy. There are free services - for example, Moodle. This platform has been tested by time, however, by now it is obsolete. The most functional platforms, access to which is carried out on a paid basis, are such as Teachbase. The latter, by the way, can also be used for free, but the number of users cannot exceed 5 people (thus, a full-fledged class cannot be assembled).

Stage three: working out the structure of the future course

Would you like to know how to sell a course for maximum profit? It should become popular, and for this you have to fully reveal the chosen topic in it. Learn how to make fishing lures? Tell your listeners everything - from the choice of materials to the features of wiring baits in different types of water. Are you dedicating a course to creating house music in a popular program? Include lectures on everything a musician needs, from creating a drum part to fine-tuning sound effects and automating instruments.

Once you have worked out the list of topics covered and the topics covered, create a study schedule that will guide you and your students. Many platforms for online courses have convenient tools for this: for example, on the Teachbase platform in personal account teacher has a "Sessions" section that allows you to plan classes.

Stage four: choose the formats of training materials

So you've made your schedule. Now you need to determine what format each lesson will have. The most common:

• video lectures;
• screencasts - video recordings of everything that happens on the teacher's screen, if necessary, accompanied by voice comments;
• audio clips;
• presentations.

As experience shows, video lectures are best perceived by online students, so we recommend that you focus on them (although their creation is notable for a certain technical complexity). Materials in other formats with this approach will play the role of supporting, secondary. However, specific decisions on formats are always yours: they will depend on the content of the classes that you conduct.

Modern platforms for online courses allow you to create and publish materials in a variety of formats, which largely determines their popularity. So, when using the Teachbase service, you can build courses from videos (including those published on YouTube), PDF files, Word documents, PowerPoint presentations, a number of other materials. In addition, the Teachbase service allows you to conduct webinars using video and audio communication, chat and a real whiteboard on which you can draw and write.

Stage five: working on the design

Strictly speaking, this stage is not mandatory, however, we will immediately notice: a course designed in a single and carefully designed style attracts special attention. This means that he is able to bring the teacher more income than a course designed anyhow.

Uniform splash screens with the titles of lectures, a well-chosen set of fonts and colors that does not change from lecture to lecture, possibly the same musical accompaniment materials - these are just some of the elements of course design that you should pay attention to.

Step Six: Creating Course Materials

So, the list of issues covered has been compiled, the formats of the materials have been determined, the design of the course has been worked out. The time has come for perhaps the most difficult and responsible stage - the creation of materials that will make up your online course.

First of all, write lecture texts. Speak intelligibly, use technical terms competently - as you parse their meanings, take into account the characteristics of your audience and speak their language.

Record and edit videos using Adobe Premiere, CyberLink PowerDirector or other software. Record screencasts using Screencast-O-Matic, Camtasia or other software. Create presentations using PowerPoint or whatever application you use. Prepare other materials foreseen by the program of your online course.

When recording a video, correctly place the light and choose the right background. When creating audio clips, take care of high quality sound - use a good microphone, and if necessary, process the audio (for example, in the Audacity or Sound Forge application). Do not forget about the uniform design of all created materials.

Stage seven: publishing the course

Using a specialized platform for online courses makes this process much easier. So, Teachbase has a convenient constructor in which the publication of materials is performed in just a few clicks. You need to title the course itself and each material included in it, upload the content that you prepared in the previous steps. To cope with this work, as experience shows, it is possible even with basic computer skills.

Stage eight: advertise and promote the course

So, the main work is done: your online course is created and published. It can be as good as you like, but as long as your potential students don't know about it, you won't have to rely on commercial returns. The course needs to be advertised and promoted. Here are the most common ways:

As a conclusion

From the above, two conclusions can be drawn.

First. Creating a high-quality, meaningful, useful online course that claims to become popular and profitable is a complex, multi-stage work that must be approached with all responsibility.

Second. This work, with due perseverance, is quite within the reach of most of us. Follow the recommendations outlined in this article, treat your future course responsibly, and it will surely become a success!